What is a brand? Your brand is more than just a logo or a photo, it represents everything you want to do in life and the person you are and want to be. Overall, a brand is your authentic story, that makes you unique and with which you connect with others, your clients, or your audience. During this session, we will reveal the benefits of defining a brand, why it is important, and how you can bring it to light. The key is to be in tune with who you are, and to resonate with your audience. This will help you to book more concerts, sell more recordings, and connect with wider audiences, as well as to create a public identity that is more visible and memorable. The session will include an on-the-spot story-crafting workshop (live and unprepared!) to suggest ways and techniques for finding the stories that proceed from your brand, and then help you articulate those stories to your audiences.

Biographies

Josep Molina: Josep Molina is a brand coach for classical musicians and institutions, helping professionals connect with themselves and their audiences. A former professional violinist, he is also one of the most sought-after music photographers today and the creative director of MolinaVisuals.

Ole Bækhøj: Ole Bækhøj is currently Chief Executive of the Mahler Chamber Orchestra leading the strategic planning in close collaboration with the musicians. Studied music and worked as a professional freelance bassist before serving as GM of the Gabrieli Consort & Players and Artistic & Executive Director of the Danish National Symphony Orchestra.